There’s a lot of ‘izing’ going on at the moment, especially in business. Maximize this, optimize that, as well as that lovely American habit of ‘izing’ a lot of words to give us ‘productizing’ and the like.

I heard a new one the other day. Awesomize. As in, let’s not optimize the software, let’s awesomize it. It gets to that whole fixation with the word awesome, over-used but literally inspiring awe in us. It also gets to the kernel of business though, which is about delighting the customer.

So for me, it’s not a case of supersize me, I want you to awesomize me.